Industry Craft > Art Direction
TOKYO
ALMAPBBDO, Sao Paulo / PEPSICO / 2021
Awards:
Overview
Credits
Overview
Cultural / Context information for the jury
We needed to communicate the launch of the new Doritos Wasabi, a flavor that isn’t very popular in Brazil. So, if the flavor itself wouldn’t grab many people’s attention, we needed a campaign that would.
We created an entire campaign 100% in Japanese. No subtitles, no explanation and not a single word in Portuguese. And taking inspiration from Japanese arts and culture, we brought a little Japan to streets across Brazil in the form of meticulously crafted key visuals.
Tell the jury about the art direction.
We developed a series of product-centered key visuals, with a lot of references to the best of Japanese pop culture and famous landmarks. For example, in one poster, you can see references to Tokyo’s skyline and the Shibuya Crossing’s advertising signs. In another one, a Kaiju-style monster hugs a giant bag of Doritos. Other elements like origami, cute cats, Torii portals and many more were also used. And throughout them, if you understand Japanese, you can read things like “It’s green. It’s crunchy. It’s spicy. New Doritos Wasabi, inexplicably delicious.”.
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